Today’s Tip Sheet is all about herding your
customers in the right direction and not
giving them too many options.
Studies have shown that if you give people
only one choice to make, or the choice
between two items, then they will tend to
purchase one of them.
However, for some reason if you throw a
third choice in there, you can overburden
your customer and they will tend to pick
nothing.
This holds true for all sorts of industries.
The reason the direct sales letter works so
well over a catalog or brochure is due to this
same strange principle as well.
If you gently point the person in the right
direct with your advertising copy, they will
either buy or not buy if the product solves
a problem thy have.
But… of you throw in a whole bunch of
choices, like a cluttered catalog, a messy
website with links and buttons everywhere,
or a brochure that even offers a handful of
items, people will get overwhelmed and pick
NOTHING.
I’m sure you’ve done it yourself.
Just think of the last really good infomercial
you saw.
It was a one-on-one conversation with you,
just to lead you down the path to make a purchase.
Now think of the last catalog you flipped through.
A catalog can’t give you that single-minded
conversation. It can only give you a pile of
little tiny sales pitches.
Sooooooooooooo, next time you have a new product
that you are trying to introduce, or you are
trying to drum up more sales, market just one
or two products at a time and see if that
changes your numbers from your previous
“catalog” approach.
More is NOT better when you are marketing to
people.
People are busy and they want you to do the
work for them. Show them what to pick, show them
how it solves their problem, and then show
them how to order it.
I hope today brings you bags of cash,
-Joshua Black
P.S. The Underdog Sales Bible is almost ready
for action. It a 60 page report, jam-packed
with 37 powerful lessons of ethical sales. No
matter what business you are in, it will help
you put more moolah in your bank account.
I will let you know as soon as it is available.
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All rights reserved.
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